Creating a Digitally Driven Customer Experience
While top marketing executives said their organization is making strides in collecting and processing customer-related data, they admit that they have a long way to go in developing the kind of digitally driven customer experience that's needed today, according to a recent survey from the Chief Marketing Officer (CMO) Council and IBM. The accompanying report, "Connected Interaction to Power Brand Attraction," indicates that few companies have met or exceeded expectations in engaging digital customers. Nor are they sufficiently integrating physical customer experiences—such as in-store purchase efforts—to digital ones. They also struggle to transform data collection into action, including the creation of brand-building customer personalization interactions. Through collaborative efforts to establish better content marketing, metrics and analytics, data management and digital advertising, IT teams can help marketers take the next big step in these efforts—especially if they come up with the right application programming interface (API) and internet of things (IoT) solutions. "Marketers have come incredibly far over the past five years," according to the report, "advancing the digital agenda from an advertising-focused conversation of banner ads and click-through rates into a dialogue around people, platforms and processes that connect campaigns with the right audience. The new challenge before us all is the next stage of the journey … advancing beyond the campaign and toward more human relationships that are data-driven, compiled in real time and measured for improvement in an instant." Nearly 200 CMOs and other senior global marketing executives took part in the research.